Career In Public Relations: Is It Right For You?

5 min read

Education & Career Trends: April 24, 2023
Curated by the Knowledge Team of ICS Career GPS

Public Relations offers career opportunities to candidates with excellent written and verbal communication and management skills can pursue.

Excerpts are taken from an article published on

The broad definition of Public Relations is a strategic communication process that builds mutually beneficial relationships between organisations and their target audience. Whether you work for a PR firm managing several clients or representing a person or business, what you do goes beyond raising brand awareness. You are methodically establishing the credibility, trust, and reputation of the client you manage.

As a PR professional, you need to build strong connections with multiple stakeholders — including journalists and the media, government agencies, and other prominent industry bodies — and leverage them to shine the spotlight on your client. You can accomplish this through networking, partnerships, nominations, off-platform events, and media.

In a way, think of yourself as a communications specialist.

Public relations jobs are career opportunities in the PR sector that candidates with excellent written and verbal communication and management skills can pursue. You may assist businesses in creating news and narratives for advertising and personal branding by working in PR. Depending on the particular work requirements, many organisations recruit applicants with degrees in marketing, journalism, or business.

What are the job duties in Public Relations?

The following are some of the main tasks and responsibilities of a PR professional:

  • Improving existing business tactics and coming up with new ones for marketing clients’ goods or services.
  • Managing a client’s social media accounts to increase their internet visibility.
  • Arranging conferences and gatherings for promoting products or services
  • Recognising possibilities to expand business growth by staying up-to-date with industry trends.
  • Carrying out routine evaluations to expand a company’s consumer base.
  • Identifying and combating the kind of public relations strategies that might harm a client’s reputation.
  • Carrying out various evaluations to assess the success of PR strategies and campaigns.
  • Maintaining brand identity throughout all marketing components.

What are the job roles available in Public Relations?

Here are a few roles you can pursue if you plan to start a career in the PR industry:

1. PR Specialist

  • PR specialists write press releases and collect necessary information before submitting them to the media.
  • They interact with people who work in the media on a regular basis, responding to their requirements and questions.
  • They uphold and enhance the favourable reputation that brands have in the marketplace.
  • A PR expert also manages media releases, draws speeches for conferences or events, and examines consumer feedback on certain products or services.
  • To evaluate the success of their marketing and branding activities, businesses may engage PR experts.

2. PR Director

  • The promotion of an organisation’s objectives or products is the responsibility of the PR director.
  • Their everyday duties also involve engaging with editors, bloggers, and journalists.
  • To make sure PR tactics are in line with the aims and purposes of the organisation, they could work along with the advertising and marketing departments.
  • They are in charge of representing the company at public events and in the industry at large.
  • To oversee and manage all of their PR initiatives, many large corporations employ PR directors.
  • PR managers often monitor the results of marketing initiatives and respond to PR problems as needed.

3. PR Manager

  • A PR manager develops and executes successful marketing plans or campaigns to build a positive image for an organisation.
  • Additionally, they could establish and keep up productive relationships with journalists, bloggers, and editors in the media.
  • Press releases and other necessary materials for the media are created and distributed by them.
  • They must also evaluate each marketing strategy’s effectiveness and make any required adjustments.

4. Communication Manager

  • Communications managers are responsible for leading a team of individuals working on branding strategy, creation and delivery.
  • In front of stakeholders, partners, competitors, and customers, they could represent the firm at conferences and meetings.
  • They uphold brand value and corporate standards in the marketplace. Building relationships with other groups like analysts, the press, and other PR experts is another aspect of their work.
  • They may be employed by organisations to create communication plans that complement their aims and objectives.

5. Chief Marketing Officer

  • Chief marketing officers are in charge of developing and carrying out an organization’s marketing campaigns.
  • To promote the company’s services or goods, they design and produce various marketing tactics.
  • They must analyse the market in order to identify and target their potential clients.
  • To increase the company’s reach, they provide creative solutions.
  • Using the most current methods and technology, they must also evaluate the market and client behaviour.

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(Disclaimer: The opinions expressed in the article mentioned above are those of the author(s). They do not purport to reflect the opinions or views of ICS Career GPS or its staff.)

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